Molson Coors names new PR agency

Citizen Relations will handle media and influencer relations across several key brands, following a competitive review.

After a competitive review, Citizen Relations has been named PR agency of record for Molson Coors in Canada, handling all media and influencer strategy across Molson Canadian, Coors Light, Rickard’s and Heineken.

Molson Coors Canada previously worked with Harbinger on PR. Citizen was awarded the work late last year.

The agency’s first program has been the “#AnythingforHockey” campaign, which this year involved a rooftop rink in downtown Toronto. Citizen handled media and influencer relations for the rink.

“We were impressed with the team at Citizen Relations particularly for their strong strategic capability coupled with insightful consumer analytics and understanding,” Christine Jakovcic, VP of marketing at Molson Coors Canada said in a press release. “It was also critical for us that our PR partner would be a good complement to our internal team and established agency partners.”

Citizen Relations’ client roster also includes Ikea, Hyundai, Loblaws and Mattel, among others.